Emerging Themes Assignment briefing – Dec 2012 & March 2013 Michelle Gledhill Senior Examiner Professional Postgraduate Diploma in Marketing

Session outline Strengths and weaknesses of past diets. Emerging Themes. Assessment Advice.

Emerging Themes Syllabus 1.Macro and micro emerging themes (50%) 1.1 Critically evaluate macro environmental emerging themes and assess/forecast their potential impact upon one specific sector or industry. 1.2 Critically evaluate micro environmental emerging themes and assess/forecast their potential impact upon one specific sector or industry.

2. Macro and micro emerging themes (50%) 2.1 Judge the importance of a range of emerging themes to a particular organisation. 2.2 Develop contemporary strategic marketing and business responses to a prioritized emerging theme. 2.3 Propose methods by which marketing professionals can anticipate and adapt to change.

Strengths Contemporary themes that were relevant to the industry context and well justified in terms of underpinning evidence from industry or wider sources. Equal attention paid to both themes. Analysis of themes based on extant reference theory/literature. Clear application of themes to sector, with evidence. Thorough application of a recognised business/marketing strategy. Explanation of impact of strategy on sector.

Strengths – contd Good answers used objective and consistent methods to assess the shortlist of publications. The best answers made use of tables or other diagrams supported by good research and relevant appendices with more detailed information. Clear understanding of command words especially those relating to application and evaluation.

Weaknesses Poor choice of themes and lack of articulation of these. Poor evidence of research into themes identified. Analysis of themes not underpinned by existing theory. Lack of application of coherent business/marketing strategy and lack of focus on any one particular business strategy Strategic response is too tactical eg marketing mix. Poor observation of command words. No or little attempt to predict the impact of change on marketing professionals. Poor referencing. 

Assessment 3 000 word project. All tasks compulsory. Candidates to select themes. Framework Summary and evaluation of sources. Discussion paper. Blog.

Approach Theory/concept 15%. Application 30%. Evaluation 45%. Format and Presentation 10%.

Selecting Themes Conduct a PESTLE analysis on your sector. Prioritise the macro factors in terms of immediate, 5 year and 10 year impacts. Select the factor with the most significant long term impact. Examples: Technology and Motor Insurance-Telematics. Apparel Industry and Nanotechnology. Regulation and urban highway. Technology and Medical Diagnostics.

Task 1 Evaluation of sources Rating Varied range. Textbooks. Journals. Industry reports. Internal data. Rating Credibility. Reliability. Merit.

Task 2 - Discussion Paper Select and critique relevant macro theme for their industry-ensure sources are referenced by industry and academic sources. Use relevant statistics to support and justify the explanation. Emerging Theme may be dependent on stage of development in identified industry/market. Critically evaluate the impact on SCM, Consumer Behaviour, competition. Use relevant models to underpin the discussion paper.

Predict how marketing professionals in the industry will have to ADAPT eg advertising-digital skills, virtual agencies. Ensure this is not generic.

Task 3 - Blog Select an authoritative industry blog and prepare a posting that introduces the key points covered within your discussion paper. Blog should be written in a professional manner and stimulate debate and discussion around their theme. The tone needs to be professional but suitably thought- provoking, demonstrating an insight into the intended audience of the blog. 500 words.

Assessment Teach the syllabus not just to the assignment. Ensure students observe the relevant command words and weighting for Level 7. Complete all tasks. Observe assessment and marking criteria.

Resources Please utilise the sources update available on the tutor website. CIM Website and Tutor Zone Resources Examiner’s Reports. Harvard Referencing document. Forum. Updated Themes and Resources 2012. Learning Zone Tips on Assignment writing. Previous assignment briefs. Syllabus. Recommended Reading (books and EBSCO links). Knowledge Hub.